Lindsey Komson

With every year that passes, technology advances, allowing for new trends to develop in the creative and marketing industries. Especially in sports, these advances are leading to new opportunities for teams and leagues, resulting in increased fan engagement.

Here are 5 sports marketing trends set to take the industry by storm in 2025:

Immersive viewing experiences

Fans don’t just want to watch sports, they want to be a part of the action as well. A Deloitte article explains that “with advances in display technology, fresh investment, and new partnerships, innovative out-of-venue experiences are coming to life.”

Cosm is taking the immersive experience sector by storm. The company has facilities in Los Angeles and Dallas, with the one in LA going viral for its unique 2024 World Series viewing experience. Its facilities in Atlanta and Detroit are coming soon, and it’s clear that this is going to rise in popularity in the future.

Women’s sports growing in more than just popularity

While women’s sports leagues have been exploding in popularity, their media value is growing just as quickly. With viewership expanding in women’s sports leagues like the WNBA, NWSL, and PWHL, advertisers are recognizing that and allotting budgets accordingly. Due to the growing popularity of women’s sports, ESPN reported that ad sales for the NCAA Women’s College Basketball Tournament were nearly 200% higher than the previous year.

According to EMarketer, “Women’s sports are no longer a niche market but a growing segment with passionate fans who demonstrate strong brand loyalty when companies authentically support these properties.” Some of the WNBA’s biggest stars also have partnerships/commercial sports with major companies – Caitlin Clark and State Farm, Cameron Brink and New Balance, and Angel Reese and McDonalds. This will only grow in the coming years.

Personalized fan experiences and content

With new technological advancements in data analytics, sports organizations can provide personalized experiences and content for fans. “With this kind of approach, engagement is heightened, along with loyalty and satisfaction,” MCI explains.

Personalized experiences create fan loyalty, and even sparks user-generated content (UGC). For example, organizations sending special offers to fans who have taken a specific action are driving retention, and organizations promoting rewards programs drive brand loyalty. Even something like a personalized “year-in-review” email for a sports streaming service or professional team will encourage fans to share with others and continue their engagement with the organization.

Community-led marketing

User-generated content (UGC), as I mentioned before, has a huge impact on public perception of a brand. MCI describes this new aspect of marketing – “member stories, user-generated content (UGC), and local involvement can be used to build a narrative that feels personal and relatable.”

Something as simple as posting a video of your experience at the ballpark can create positive buzz around an organization. Seeing someone enjoy an experience will drive others do seek out those experiences, generating revenue for the organization. “This strategy not only strengthens relationships with existing members but also attracts new participants by showcasing the real impact of the association’s work.”

Exclusive content

Exclusive content goes beyond what teams and leagues create on a daily basis – behind the scenes insights into what it’s like to be around the organization during pivotal moments or just day-to-day life. According to ISPO, “exclusive content, such as home stories, background stories or raffles of signed paraphernalia, help to build an extended community around your own person and thus continuously profile and strengthen your own brand.”

In January 2024, the Baltimore Orioles released a documentary recapping their successful 2023 season. Featuring interviews with executives and players, the documentary took fans through one of the most memorable seasons in the team’s recent history. Similarly, this past March, the New York Mets premiered a two-part documentary called “The Pursuit,” providing fans with a behind-the-scenes look at how generational free agent Juan Soto signed with the team. Fans enjoyed the exclusive interviews with team personnel and the full story of how history took place.

It will be interesting to see which trends take off and which trends fall off by the end of the calendar year. But sports marketing trends will continue to evolve, all thanks to technological advancements and fans’ desire to be more connected to their favorite teams and leagues.